Upon successful completion of this subject, you will have:
1.
An understanding of the theory and practice of marketing management;
2.
An understanding of how marketing tools are applied in a variety of business settings;
3.
An understanding of how marketing strategy is formulated from market intelligence;
4.
Enhanced problem-solving and decision-making abilities in relation to market analysis;
5.
An understanding of how companies organize their marketing programs and manage these activities
effectively.
GRADE
LETTER
RANGE
High Distinction
HD
80% and above
Distinction
D
70 – 79%
Credit
CR
60 – 69%
Pass
P
50 – 59%
Fail
NN
0-45% (did not meet the standard required according
to the learning outcomes in the Subject Guide )
Faculty Pass*
FP
46 – 49% (awarded by Board of Examiners)
Supplementary Exam Granted (a
temporary grade)
NS
Supplementary examination granted
Deferred Exam (a temporary grade)
ND
Officially Deferred examination
Fail
NA
Student did not submit any work according to the
schedule in the Subject Guide
Result Withheld
RW
Additional assessment and/or work required
Result Withheld
WH
Outstanding fees or non-return of Holmes Institute
materials
* This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade
HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and
evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the
subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be
identified and the implications discussed.
D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which
the relationship between the constituent elements are identified clearly and discussed with some level of
critical analysis. The work also applies abstract ideas in concrete situations.
CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject
matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic
level of critical analysis is evident. Originality in the work is rarely evident.
P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to
have a general understanding of the field. Provides an adequate basis for further study.
NN Did not meet the learning objective of the subject
1. Assessment 1:
Weighting: 20%
Individual Essay
Length:
1500 words
Due Date:
Week 6
From discussions and material presented during lectures, write an essay to demonstrate your theoretical
understanding and practical application of Marketing. Each student is to select one of the essay topics below and
write an essay of 1500 words, to be submitted in Week 5. The essay must be referenced with relevant up-to-date
sources.
Choose one of the topics below:
1.
Discuss the concept of perceived value and its importance to consumer behaviour and marketing.
Discuss the theory and then give practical examples of how customers perceive various brands and
how this impacts on their behaviour.
2.
To evaluate an organization's Strategic Business Units (SBU), the Boston Consulting Group
developed a portfolio performance framework.
3.
Segmentation, targeting and positioning are interrelated activities which are important to achieving
a successful Marketing Mix. Discuss these concepts in theory and give practical examples of how
they can be applied to one industry of your choice. Examples of an industry you might choose:
fashion for men, or personal care products (shampoo, shavers etc.), or pet products, or toys, or
vehicles, or furniture, or fashion for women, or financial services, or beverages, or baby products,
or snack foods or another industry.
4.
Marketing decision makers in a firm must constantly monitor competitors' activities - their
products, prices, distribution, and promotional effort.
5.
Good market research and environmental scanning forms the basis of success for other related
marketing activities. Discuss the theory and then give practical examples of what types of market
research and environmental scanning a company like Domino’s Pizza should do and explain why.
6.
Why is it important to do market research and adjust the marketing mix when entering into a
foreign market? Explain the theory and then give practical examples of how some companies have
already adjusted their marketing mix in foreign markets. Also, explain what advice you would give
the marketing team of “Vegemite” - if they wanted to launch this product in a foreign market such
as South Africa (or a market of your choice), where people do not know the product/brand.
Marking Criteria for Individual Essay
Assessment Criteria
Maximum
Discussion of relevant issues, theories and concepts for the
chosen topic for essay
8
Demonstrated understanding, logic and reasoning
evidenced in essay
6
Application of theories/concepts to industry/real
products/services. And other relevant examples and ideas
provided by the student to demonstrate an understanding
of the theory
3
Style, structure, spelling, grammar, punctuation,
referencing
3
Total
20
Scored